Exploring the relationship between destination image, tourist satisfaction, and loyalty among overseas visitors to...

This study explores how destination image shapes international tourists' satisfaction and loyalty in a heritage tourism setting, focusing on Mount Taishan as a case study. It investigates direct and indirect pathways, including mediating roles and demographic controls.

One thousand eight hundred international tourists were initially surveyed at Mount Taishan during the 2023 peak season, with 1650 valid responses retained after data cleaning. A hierarchical structural equation model examined latent pathways across a cleaned sample of 1650 respondents. Comparative tests ensured model robustness across alternative estimation methods. Model performance was evaluated through fit indices (χ², CFI, RMSEA), information criteria (AIC/BIC), and non-parametric tests.

The final model demonstrated strong explanatory power and confirmed satisfaction as a key mediator between image and loyalty. DI indirectly influenced TL by enhancing TS, primarily through mediators such as Affective Engagement and Infrastructure Service Quality. Direct effects from DI to TL were comparatively weaker. The hierarchical SEM outperformed PLS-SEM and regression models across all key indices (p < 0.01).

The study reconceptualises the traditional destination image-satisfaction-loyalty model by emphasising the mediating role of emotional engagement and perceived service quality. These findings guide destination managers to focus on experience design and visitor engagement over static branding efforts.